The Brief:
Develop a comprehensive B2B Media Kit for one of Australia’s fastest-growing regional radio networks to drive advertising revenue and event partnerships. The client preferred the term "Brand Profile" for their Media Kits.
The Client: The Breeze FM
Role: Senior Graphic Designer
The Strategy:
Population Modelling: Extracted potential reach metrics from regional 10+ age demographics across Queensland and NSW.
Demographic Focus: Focused on high-value demographics, specifically the 35–64 age group representing strong purchasing power.
Market Intelligence: Profiled regional growth hubs, including Logan City’s infrastructure expansion and Goondiwindi’s high median household income.
Audience Insights: Visualised daily listening habits, highlighting that 83% of the audience consumes audio in-car.
The Execution:
Regional Mapping: Created accurate geographic footprints spanning from the Gold Coast to Far North Queensland to illustrate market dominance using geotiff data provided by the station's engineer. Worked with an in-house developer to accurately overlay the geotiff data and design the map using Mapbox. Maps were then recoloured in Photoshop and marked up in InDesign.
Service Architecture: Designed dedicated modules for "Outside Activations" to bridge the gap between airtime and physical community presence.
The Result:
A 19-page "Source of Truth" that establishes immediate brand credibility. By simplifying complex demographic data into a strategic sales asset, I empowered the team to secure national partnerships and drive regional growth.
